Case Study - Rights Holders - Fan Growth
Data Strategy
Our Challenge
Tasmania FC sought to understand the most effective data points to collect to take full advantage of initial fan and community data capture opportunities, including the launch of a foundational membership product.
Tasmania was awarded the 19th Australian Football League (AFL) License in May 2023 and a new club is scheduled to enter the competition in 2028. Tasmania FC was tasked with building a football club from the ground up and ensure its long-term success, with the development of a data strategy identified as a critical foundational project. In the immediate term, Tasmania FC sought to understand the most effective data points to collect to take full advantage of initial fan and community data capture opportunities, including the launch of a foundational membership product. In the long term, TFC sought a clear understanding of the requirements for a unified approach to effectively collect, manage and leverage data for strategic advantage.
Our Solution
A comprehensive data strategy was developed by Gemba that was aligned to Tasmania FC’s mission, that was fan centric and achievable with the club’s lean resources.
In consultation with Tasmania FC, Gemba first defined what the future success of the club looks like with regard to the use of data for strategic advantage. The data strategy needed to support Tasmania FC’s four fan engagement focus areas: Member Communications, Social Media & Content, Retail Program, and Community Program. A comprehensive data strategy was then developed by Gemba that was aligned to Tasmania FC’s mission, that was fan centric and achievable with the club’s lean resources. The data strategy outlined, prioritised, and mapped out 60+ initiatives over a 4-year timeline with detailed implementation steps, timing and delivery costs. The implementation steps included the resource capabilities and operating model required to deliver the strategic data initiatives, along with recommendations on technology selection and configuration.
190,000+
members acquired through the launch of TFC’s foundational membership product
Partnerships
Working With Global Brands
Other Case Studies for Rights Holders
Other Case Studies for Rights Holders
Get in touch today & see what we can do for you